Since its introduction in 1983, Acutrim was a major player in the U.S. market and the appetite suppressant in a broader diet industry. This case focuses on the strategic, regulatory, marketing, and financial challenges of this product and a rapidly changing industry diets pose for Ciba Pharmaceuticals Consumer as part of a large public corporation. In this context, the event is designed to introduce students to the $ 33 billion diet industry, and find out some of the economic, cultural and psychological factors that help shape the market for diet products, low-fat and healthy dishes, and a wide selection of food in a thriving economy. "Hide
by Nancy F. Koehn, Rebecca Voorheis Source: Harvard Business School 20 pages. Publication Date: Dec 02, 1994. Prod. #: 795043-PDF-ENG
